The overlooked power of media: Enhancing the memorability of communications
James Galpin
The success of marketing communication is judged on a variety of factors, and one of the fundamental criteria is that people remember the ideas conveyed.
While the variety of ideas that marketing might communicate is endless, the general characteristics of things that people readily remember can be expressed in a short list. People remember things that are:
- Relevant
- Different
- Emotionally impactful
- Recently encountered
- Frequently encountered
Many people assume that the first three qualities – relevance, difference, and emotional impact – evolve out of...